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24 Pages Essays / Projects Year: Pre-2021 Previously uploaded under: AMB201 - Marketing and Audience Research

With more and more consumers turning to smartphones as a viable device and method of online shopping, it has never been more important for marketers and retailers to understand the attitudes behind this new phenomenon. This project will examine whether attitudes toward smartphone-shopping are more favourable among particular demographic and behavioural segments within the population. It will also assess how strongly some of the individual characteristics that have typically been associated with favourable attitudes toward “traditional” online shopping are associated with smartphone-shopping through the use of t-tests and other data statistical analysis. Finally, implications of the results and practical recommendations for future research will be made.


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